The characters combine literally and logically: 七天 (qī tiān) means “seven days.” 无理由 (wú lǐyóu) means “without reason.” And 退货 (tuì huò) means “to return goods.” Together, they form a clear, self-explanatory phrase: “Seven-Day No-Reason Return of Goods.”
The concept of “七天无理由退货” is more than just a return policy; it represents a major turning point in Chinese consumer culture. Before its nationwide implementation in the Consumer Rights Protection Law in 2014, online shopping was often a gamble. Stories of scams, counterfeit items, or products not matching their descriptions were common, creating a culture of distrust. The introduction of this policy by law shifted the power dynamic dramatically from the seller to the buyer. It forced sellers to be more honest in their listings and to focus on quality, as they knew any unsatisfactory product could be easily returned. Comparison to Western “Return Policies”: While the West has long had 14-day or 30-day return policies, the impact of “七天无理由退货” in China was far more revolutionary. In developed Western economies, consumer trust and legal protections evolved gradually over many decades. In China, this single policy was a landmark event that rapidly accelerated the public's trust in a burgeoning digital marketplace. It addressed the deep-seated cultural anxiety of being cheated (`被骗了`, bèi piàn le) and became a symbol of a modern, regulated, and consumer-focused economy. It's less about the novelty of the idea and more about its transformative effect on the world's largest e-commerce market.
This term is ubiquitous in the context of online shopping.